Sainsbury’s to increase baked free-from range

William Axtell
· 07 June, 2016

Baked goods will be featured in Sainsbury’s upcoming expansion of its free-from range, British Baker has been told.

Sainsbury’s is due to expand its Deliciously Free From range to 140 products. The range will have new packaging, which clearly labels which allergens the products are free from, such as gluten, wheat or egg, along with traffic light nutritional information.

Matt Pizzey, category planning manager for café and bakery at Sainsbury’s, confirmed to British Baker that baked goods would be included in the supermarkets’ free-from expansion, saying that new products would start rolling out across the UK over the summer.

He said: “I don’t want to go into too many numbers on it but we are looking to drive that forward over this coming year.

“At the outset, [it is] probably more geared around bread, but then we’ll see how that goes and it could grow from there.”

Pizzey added that the growth was inspired by consumer demand, saying: “I think customer feedback is telling us that’s what they want.”

Addressing concerns about the high fat content of free-from products when compared to regular products, he said: “We’re always looking to deliver the healthiest products we can whilst maintaining flavour.”